parks conservancy · monthly donor kpi ecommerce tracking increase membership • goal: gain new...

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PARKS CONSERVANCY --PARKS FOR ALL FOREVER VEDA BANERJEE DIRECTOR, COMMUNICATIONS & DIGITAL MARKETING TWITTER: VEDABANERJEE LINKEDIN: WWW.LINKEDIN.COM/VEDABANERJEE GMAIL: [email protected]

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Page 1: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

PARKS CONSERVANCY --PARKS FOR ALL FOREVER VEDA BANERJEE DIRECTOR, COMMUNICATIONS & DIGITAL MARKETING TWITTER: VEDABANERJEE LINKEDIN: WWW.LINKEDIN.COM/VEDABANERJEE GMAIL: [email protected]

Page 2: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

The Parks Conservancy preserves the Golden Gate National Parks with the bold vision of Parks For All Forever

#powerofPR| @vedabanerjee

Page 3: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

ICONIC BRAND IMAGES

#powerofPR| @vedabanerjee

Page 4: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

THE GOOD, THE BAD, & THE UGLY •  The Good:

•  Engaged board, Trails Forever fundraiser dinner •  Award-winning printed materials & direct mail

campaigns •  Highly trafficked retail operations

•  The Bad: •  Busy website and tough to navigate homepage •  Poor landing pages, slow loading mobile site •  Low e-commerce traffic

•  The Ugly: •  Low brand awareness among Gen X, Y, and Millennials

about the Parks Conservancy #powerofPR @vedabanerjee

Page 5: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

GET SENIOR STAFF EXCITED

#powerofPR @vedabanerjee

Page 6: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

ENGAGED BOARD & TRUSTEES

#powerofPR @vedabanerjee

Page 7: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

BUSINESS STRATEGY Business Name Parks Conservancy Mission Statement The mission of the Parks

Conservancy is to preserve the Golden Gate National Parks, enhance the park visitor experience, and build a community dedicated to conserving the parks for the future.

Marketing Objectives •  Build e-newsletter subscribers •  Increase membership •  Increase online fundraising •  Improve our e-store sales •  Improve our mobile presence

Value Proposition Parks For All Forever Digital Marketing Goal Increase membership among Gen

X, Gen Y, and Millennials or reach younger audiences

#powerofPR @vedabanerjee

Page 8: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

EXISTING TRAFFIC TO WEBSITE •  92,000+ sessions (59,000 new visitors & 33,000 returning);

67% bounce rate •  Predominantly desktop (59,000+), mobile (24,000+), tablet

(8,000+) •  Page load time: 4.31 seconds. Best practice is 2 seconds

or less to retain users. •  Top visited pages in order: Web cam, Map, Lands End

(70% bounce rate), Baker Beach (78% bounce rate), Ocean Beach (6.8 secs pg.. load time; 80% bounce rate), Jobs, Ai Weiwei Alcatraz, Golden Gate Bridge (8.2 secs pg. load time), Muir Woods (70% bounce rate), Events, Crissy Field programs

#powerofPR @vedabanerjee

Page 9: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

MANY VOLUNTEERS (40,000+), NOT ENOUGH MEMBERS (14,000)!

#powerofPR @vedabanerjee

Page 10: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

NEW & YOUNGER MEMBERS AKA UNICORNS!

#powerofPR @vedabanerjee

Page 11: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

Goal: Convert Paul McDougal to Member

Problem: Affluent, regular park user; but not a member Strategy: Reach Paul through our digital channels and bring him in as a sustaining member/supporter for the Parks

#powerofPR @vedabanerjee

Page 12: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

PAUL: EMPATHY MAP

• Paul uses Strava and RunKeeper to compete with his friends.

• Reads the NY Times, The Atlantic, LA Times, FB, Twitter, TechCrunch

•  Paul has a wide circle of friends who are also into the outdoors. He is influenced by their interests and politics and posts on social media.

•  Lives in SF and he runs & bikes in the parks every weekend.

•  Concerned about the environment

•  Into health & fitness

Think & Feel

See

Say & Do Hear

#powerofPR @vedabanerjee

Page 13: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

USER ACQUISITION TOOLS!

#powerofPR @vedabanerjee

Page 14: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

USER ACQUISITION STRATEGY Acquisition Activation Retention Referral Offer park tips for an email. Ask people to share their favorite hikes on social media.

Send us your best hiking photos and we will feature your stories on our blog or social media WITH credit.

Invite people to be guest bloggers and share content via social channels.

Invite members to send us video or photo testimonials that we will feature on our e-newsletter, blog, and social media. And give away coffee cards to one of our cafes.

#powerofPR @vedabanerjee

Page 15: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

CUSTOMER STRATEGY Paid Media •  Launch mobile ads

•  Launch display ads •  Facebook ads to drive website

traffic, email signups, event registrations

Social Media •  Facebook ads •  Twitter cards and ads •  LinkedIn ads •  Leverage Twitter influencers

Owned Media •  Revamp our email marketing •  Launch Conservancy blog to

improve our SEO and create more landing pages

•  Drive email signups via social media posts

Earned Media •  Increase Yelp reviews via social •  Press outreach via targeted

pitches on stories & topics in the parks

Page 16: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

KPIS

Monthly Donor KPI Ecommerce Tracking Increase Membership

•  Goal: Gain new sustaining donors at a lower dollar amount per month.

•  KPI: Track donation conversion rates on a revamped donation page for 6 months and see how the landing page is doing.

•  Goal: Our e-store is currently not adding much revenue.

•  KPI: Track which marketing campaigns lead to the sale of particular products using retargeting ads for 6 months.

•  Goal: Increase younger donor membership

•  KPI: Drive social media ad traffic to top landing pages to see if e-newsletter signups increase for 6 months.

#powerofPR @vedabanerjee

Page 17: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

DISPLAY AD EXAMPLES FROM CAL ACADEMY

#powerofPR @vedabanerjee

Page 18: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

PAID ADS STRATEGY Google AdWords

Display Ads Facebook Ads

Twitter Ads Landing Pages

Retargeting

Use the $10,000 nonprofit grant to launch ads for: e-newsletter signups, volunteer programs, and membership

Look at peer/competitor review and target similar websites and online calendars

Launch 3 ads (on rotation and will run for three months) only driving email signups to upsell later. And use FB lookalike ads

Similar plan to Facebook. Will drive traffic to landing pages asking for email signups only and lead generation cards

Create a landing page for e-newsletter signups, member benefits, and volunteer fun and activities

Identified e-store abandoned items and plan to launch remarketing ads.

#powerofPR @vedabanerjee

Page 19: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

DISCOVERY & OPTIMIZATION

Site performance (UX & SEO)

Visitor segments & behavior

Millennials New members (sustaining)

Advertising & Marketing Campaigns

Social media to drive email signups & web traffic

#powerofPR @vedabanerjee

Page 20: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

FACEBOOK: 15,300+ LIKES

#powerofPR @vedabanerjee

Page 21: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

SOCIAL MEDIA STRATEGY: DRIVE TRAFFIC TO WEBSITE FOR EMAIL SIGNUPS

#powerofPR @vedabanerjee

Page 22: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

TUNNEL VISION: NEW DIGITAL CAMPAIGNS!

#powerofPR @vedabanerjee

Page 23: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

NEW DIGITAL CAMPAIGNS

Find Your Park: Centennial Campaign

Parks For All Forever: Conservancy branding campaign

Find Your Outside Voice

#powerofPR @vedabanerjee

Page 24: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

SOCIAL MEDIA CONTENT CREATION TOOLS Content Creation

•  BuzzSumo. Pulls up top content for keywords and competitors •  Feedly: for RSS feeds. Keeps tabs on blogs we read regularly •  Buffer App: Offers curated content

Image Creation •  Pablo by Buffer: for social media images •  Canva: infographics and can create blog images

Process & Productivity •  Google Spreadsheets: YOU NEED an editorial calendar for

social content •  Co Schedule: Creates an editorial calendar for you •  Trello: Use for more solid pieces of content

#powerofPR @vedabanerjee

Page 25: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

SUMMARY •  Launch social media ads directed to email signups •  Emphasize concrete results from social: Driving website

traffic, event signups, membership drives •  Create an editorial calendar for social posts

•  Generate reports for best and worst performing social posts to improve your work. And share success stories with senior staff

•  Invest in software that allows you to listen to your community engagement on social channels so you can constantly improve

#powerofPR @vedabanerjee

Page 26: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

IF NOTHING ELSE, PUT A MOON ON IT!

#powerofPR @vedabanerjee

Page 27: PARKS CONSERVANCY · Monthly Donor KPI Ecommerce Tracking Increase Membership • Goal: Gain new sustaining donors at a lower dollar amount per month. • KPI: Track donation conversion

THANK YOU!

Twitter: @vedabanerjee LinkedIn: www.linkedin.com/vedabanerjee

Gmail: [email protected]